Pengaruh Discount, Live Shopping dan Fear Of Missing Out Terhadap Impulse Buying Gen Z di Bandar Lampung Pada E-Commerce Shopee

Muhammad Tegar Riadi; Monica Septiani

doi:10.37479/jeej.v7i4.31329

Pengaruh Discount, Live Shopping dan Fear Of Missing Out Terhadap Impulse Buying Gen Z di Bandar Lampung Pada E-Commerce Shopee

Muhammad Tegar Riadi, Monica Septiani

Abstract

The purpose of this study is to investigate how discounts, live shopping, and FOMO affect Gen Z's impulsive Bandar Lampung purchases on the Shopee platform. With a survey and a Likert-scale questionnaire, a quantitative technique is employed. Purposive sampling was used to select 100 respondents, from whom the study's results were gathered. The analysis was carried out using multiple linear regression with the aid of SPSS. According to the partial test (t-test) results, impulsive purchases are significantly and favorably influenced by the third independent variable, which includes discounts, live shopping, and FOMO. While other factors impact others, the third variable simultaneously explains 59.1% of impulsive purchases (f-test). This has demonstrated that Gen Z Bandar Lampung impulsive purchases on the Shopee platform might be influenced by alluring discounts. By leveraging features to elicit emotional and impulsive impulses during the buying process, live shopping also has a big impact. The tendency of Gen Z to make hasty purchases is exacerbated by their growing dread of missing out.

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References

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DOI: https://doi.org/10.37479/jeej.v7i4.31329